A must read for fragrance brand owners- trend not to be ignored

Today, while doing a call with one of my customers in the far east, he mentioned about the recent trend of fragrance sales on TikTok shops which has overtaken well known platforms like Lazada in the far eastern countries.

Our discussion got me curious, and post our call, I checked some of the digital trends and I was stunned with the statistics.

Hashtags like #fragrancetok (236K followers) and ??#PerfumeTikTok?and?#PerfumeTok?have amassed 6 billion and 2.6 billion views respectively so fascinating.

The content under these tags varies from unboxing of fragrances, layering of fragrances, interesting reveal of the fragrance notes and even most engaging content like asking questions to vague people on the streets about their Favorite scents.

The content creators have gone massively viral with the fragrance category.

Since, most of you would know, I have been dealing with fragrances and cosmetics for over 25 years of my life and follow this category to the core. (Both on product development, Retail, Brand building, Franchising and International sales)

TikTok as a social media platform has found a new love spot with fragrances.

TikTok is reinvigorating the fragrance market with content that makes scent cool and, crucially, accessible to a Gen-Z audience.

Fragrances are cutting across genders; it's no more female dominated category but Gen Z are embracing the gender equality especially in fragrances and cosmetics sector.

According to Piper Sandler’s (investment firm which monitors trends and link with the financial markets) most recent Taking Stock with Teens Survey,

"fall 2024 was the first quarter that teen boys’ spending on fragrance exceeded that of teen girls."

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